By LEO V. KAPLAN
After earning a master’s in marketing research from Michigan State University, Tarek Chawich had a typical career path in mind. He thought about moving to California and working for a large corporation. But everything changed when he spotted a building that would become the first Château Coffee Co. location.
“I saw the vision of it, and I took the leap,” Chawich shared. “I didn’t want to be 60 years old and regret not trying.”
Three years after opening the first location, he launched a second one in Okemos on January 26. This new spot feels established, bustling with customers at lunchtime. It offers familiar favorites like coffee flights, breakfast sandwiches, and baklava, but the bright space and ample dining area attract many university students, eager to plug in and study.
“The menu is similar, but the vibe is different,” Chawich said. “There are more students here, and they love working on their laptops.”
Chawich’s decision to expand to Okemos stemmed from customers who traveled across town to his original location. The idea solidified when he walked into the new building and envisioned its potential. A cozy nook behind the espresso bar has become popular among students looking for a good study spot.
Château Coffee Co. has strong ties to the university community. Many baristas are students, and Chawich often collaborates with various MSU student organizations.
Chawich utilizes his staff’s diverse skills, having baristas take on roles like social media managers and decorators. One barista, Kayla Munson, appreciates the flexibility the job offers around her school schedule.
Having opened two locations in just three years, what’s next for Château? Chawich is considering a third location but is taking a breather for now. He personally managed the construction of the Okemos site, which required considerable effort. While he rests, he’s also exploring crowdfunding, a concept he developed with an MSU finance professor.
As the business expands, Chawich is committed to working with local partners. The Château Valley espresso beans, a delightful medium-light roast, are sourced from 517 Coffee Co., and the baklava comes from Bread Bites in Okemos, where Chawich’s aunt does the baking.
While growing the brand excites him, Chawich is clear about one thing: he wants to keep ownership within the company. “We will always remain corporate-owned because we prioritize quality,” he said.
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